If you only ever read one book on advertising this is the one.
According to advertising great David Oglivy, "Nobody should be allowed to have
anything to do with advertising until they have read this book seven times. It's
changed the course of my life."
Note from Publisher:
This book was originally written by Claude Hopkins in 1923. A lot has changed
since then, but what has not changed is the way people respond to advertising.
Human psychology remains the same now as it did back then. Therefore, this book
is every bit as valid today as it was when it was written.
I have made edits and updates to the book to make it fit in our modern time.
Back then women's roles in the world were a lot different than they are now. I
took the liberty of updating the entire book to use language that better reflect
women's current roles. While I changed a lot of terms like "advertising man" to
"advertising person," I left the term salesmanship since there really isn't a
word that I think effectively replaces it.
I updated a few paragraphs that used terminology many people wouldn't
understand. I also added Appendix A which includes pictures of advertisements
run by Mead Cycle Company, which is referred to in Chapter 4.
Wherever you see [comments in brackets] as shown here, these are comments
made by me to add clarity or point out areas I think have changed in our modern
Internet-based world. I have also highlighted important points throughout the
The examples given in this book are all the original ones. While they are a
little dated they provide a fascinating view into the history of advertising.
I did update the formatting to make the book easier to print out. Otherwise
the book is largely intact the way it was originally written.
I believe you will enjoy reading this book as I did and you will gain many
valuable insights into the way advertising works. Once you start putting some of
the book's methods into practice you should see start seeing your business grow.